Industries are being computerised, so it's not too surprising that business practices are bleeding over.
I don't really see too much of a difference between buying a tractor from John Deere and buying a fancy SAN from Oracle. In either case you're paying a premium for the name and the associated service contract for a time-sensitive mission-critical locked-down (and to some extent black-box) function which is presumably crucial to your business's ability to generate revenue. JD have competitors, and I'd imagine that if this episode hasn't tanked their business it's due to risk-aversion from buyers (à la IBM), vendor lock-in, or customers being set in their ways.
It's also a bit like the Creative sector when Adobe moved to a subscription model; people balked and held out for a time, but ultimately they voted with their wallets and bought [subscriptions to] the magic product that could be provided by only one company on Earth, and without which they couldn't possibly continue to make art-work [commercially, in a productive manner, and in keeping with their prior experience].
I'm just cynical about how often people will knowingly make themselves reliant on a single company without reading through the small print or thinking through the implications of what is essentially entering into a long-term strategic partnership with a vastly unequal partner without a having a hedging strategy. If you can't imagine not using their products after the next refresh, you've put yourself in a very poor negotiating position.